By changing the name to Syfy, which remains phonetically identical, the new brand broadens perceptions and embraces a wider range of current and future imagination-based entertainment beyond just the traditional sci-fi genre, including fantasy, supernatural, paranormal, reality, mystery, action and adventure. It also positions the brand for future growth by creating an ownable trademark that can travel easily with consumers across new media and nonlinear digital platforms, new international channels and extend into new business ventures.

“Doctor Who” episodes aside (which I usually watch, ahem, earlier anyway) SCI FI has pretty much been that channel I just watch for “Battlestar” and “Ghost Hunters,” so ho-hum. The name change is a lot like the new Pepsi logo — a slick but slightly off tweak for something that really didn’t need tweaking. Oh, and “phonetically identical” or not, Syfy still looks like the name for a major appliance. *channels Duckie*